The S9 project begun with a motto, “Newly Define TV.” We intended to set the new standard of a large luxury TV, not a mere enlargement of existing TVs. The objective of the project was to recreate television as a window which can accommodate the users’ lifestyles while going well with their space. The most important concept and the essence of this television was the immersion in content. In addition, we aimed to go beyond merely delivering visual information helping people share their experiences and evolving into another window to the world.

The UHD TV, Timeless Gallery, S9 is a high-class TV that transcends time and space as it turns the users’ living room into a valuable gallery through its restrained simplicity. We intended to create a large TV which looks beautiful in the users’ environment and provides a totally new viewing experience. Thus, we designed the TV to deliver the best possible visual and auditory experiences as well as a variety of smart interaction functions. We wanted to design a TV with an identity where time-enduring values can appeal not just to the premium users but also to the uber-premium users.

The size of televisions has been getting larger every year. So we designed a TV that can redefine the space it belongs with its being. And we also wanted the TV to have a timeless value with an original identity of the brand new category of TV, drawing the future of what large sized TVs should be like. To incarnate the definition, we reimagined the TV structure to allow users to see images floating in a frame and also to decide the positions & angles of the speakers and the screen. The One Connect and the cabling structure were developed to ensure a neat TV backside and enhance connectivity. Furthermore, the Smart Evolution brings enduring benefits.

The UHD TV S9 is a high-class 85-inch UHD TV. Its restricted simplicity turns users’ living room into a gallery. With the floor type and the wall type, the TV provides a four times better picture quality and powerful sounds while allowing users to easily change the height and angle of its screen. Its minimalist and metallic visual design helps the S9 to become a masterpiece along with the One Connect solution which makes TV’s back side neat and enhances the TV’s connectivity. The Evolution Kit allows the S9 to upgrade itself into a brand-new smart TV.

We hoped that the S9 would be the start of uber-premium TVs. We developed a new TV structure while designing a screen with four times better picture quality compared to FHD TVs, and while placing a powerful sound system like HTS into it. Therefore, the structure allows images to float along in the frame while the position and angles of the screen change. Even though we limited all the elements which may disrupt users’ full immersion, we kept a motion-sensitive camera which enables users to use hand gestures to control the TV. These elements enhance users’ viewing experience greatly.